When the Numbers Dip: How Board Members Can Lead Through Innovation

Revitalizing Membership Organizations

Strategies for Board Members to Foster Growth through Innovation

Membership organizations thrive on connection. They are the lifeblood of communities, offering a sense of belonging and purpose. Yet, when engagement wanes, events flop, or dues start slipping, board members often find themselves at a crossroads. The uncertainty about whether to push harder, cut back, or simply wait it out can be paralyzing. Here’s the truth: the answer isn’t in doing more of the same, nor is it about changing everything. It’s in asking better questions, staying focused on the organizations mission, and using a little innovation to jumpstart a positive change.

 Step One: Diagnose with Curiosity, Not Blame

Before jumping to solutions, it’s crucial to pause and ask the right questions. This step involves understanding the underlying issues before taking action. Consider the following:

• What’s changed in our members’ lives, industries, or expectations? Life is dynamic, and so are the needs of your members. Changes in technology, economy, or even a global pandemic can alter what members value.

• Are we solving the problems they actually face—or the ones we think they should care about? Assumptions can lead to misguided strategies. Regularly surveying members can reveal insights into their genuine challenges.

• Where are we seeing energy, even in small pockets? What’s working? Identifying areas of success, no matter how small, can provide a template for broader application.

  
  

Innovation begins when we stop assuming and start listening. Remember, board innovation for membership organizations is about transforming insights into action.

Step Two: Reframe the Problem

Declining attendance might not be about apathy—it could be about timing, format, or relevance. A budget shortfall might not signal failure but a need to rethink value delivery. Reframing the problem is essential for finding effective solutions. Here’s how to approach it:

• “Our members aren’t showing up” → “How might we create experiences they can’t wait to attend?” This shifts the focus from the members' absence to improving the offering. Are events scheduled at convenient times? Is the content engaging and relevant?

• “We’re losing revenue” → “What new offerings could unlock untapped value?” Instead of dwelling on the lost revenue, explore innovative revenue streams. Consider membership engagement strategies that offer unique value propositions.

  
  

Step Three: Outline the Way Ahead

Innovation doesn’t require a full overhaul. It starts with small, manageable experiments. Here are some ideas to outline the way ahead:

• Host a pop-up event with a radically different format. Think creatively—consider walking meetings, wine tastings, or gratitude circles. These novel formats can breathe new life into your events.

• Pilot a new member tier with flexible pricing or impact-based benefits. Offering varied membership levels can cater to different needs and financial capabilities.

• Invite members to co-create. Ask them what they’d pay for, attend, or lead. This fosters a sense of ownership and can lead to innovative ideas that resonate with the membership.

  
  

Step Four: Equip the Board to Be Innovators

Boards aren’t just fiduciaries—they’re strategic stewards. To foster nonprofit board leadership, equip them with tools and frameworks to lead innovation:

• A shared innovation framework. For example, use a cyclic approach like “Listen → Reframe → Prototype → Reflect.” This structured approach encourages continuous improvement and adaptation.

• Permission to ask bold questions. Encourage board members to challenge the status quo with innovative governance models.

• Stories of other orgs that pivoted successfully. Share case studies or anecdotes of organizations that navigated similar challenges effectively. This can inspire confidence and creativity.

  
  

Virtual vs. In-Person Methods

Balancing virtual and in-person strategies is crucial. While digital tools offer scalability, in-person events often create deeper connections.

Virtual Methods

• Virtual Town Halls: Use video conferencing tools to engage members globally.

• Social Media Campaigns: Create interactive posts and polls to gather feedback and increase engagement.

• Webinars and Online Workshops: Host educational sessions that provide value and strengthen community ties.

In-Person Methods

• Local Meetups: Facilitate in-person gatherings to foster networking and camaraderie.

• Printed Newsletters: Distribute physical newsletters to maintain a tangible connection.

• Community Service Projects: Encourage members to participate in local initiatives, reinforcing the organization’s mission and impact.

The Importance of Staying Focused on the Mission

Throughout these changes, staying focused on the organization’s mission is paramount. Clear mission alignment ensures that innovations serve the core purpose and resonate with members. It’s not just about change for change’s sake; it’s about meaningful evolution that enhances the organization’s impact.

When a membership organization is struggling, the most powerful thing a board member can do isn’t to fix—it’s to ask, imagine, and invite. Innovation isn’t a department. It’s a mindset. And it starts at the board table.

Thoughtful Questions

• What small experiment can you start today that could redefine your member engagement?

• How might reframing a current challenge lead to a breakthrough innovation for your organization?

• In what ways can your board be better equipped to lead strategic change?

Embrace the journey of innovation, and remember, the path to revitalizing a membership organization is paved with curiosity, creativity, and collaboration.